en
Singapore
Hamidah Mustafa started Parrot Social at a time when data analytics and AI weren’t even buzzwords yet. Eight years ago, most C-suites were skeptical about the power of artificial intelligence and concerned about the veracity of data collected. Hamidah saw precisely that skepticism as opportunity.
Today, Parrot Social is a Singapore-based data analytics and consumer intelligence firm powered by AI helping companies and organizations predict upcoming business, political, and social trends worldwide across more than 180 languages. Built entirely without outside funding, it has won both international and local business awards, reached the global finals of the WEConnect International Rise to the Challenge Awards, and earned Hamidah a speaking platform at the WEConnect International Asia Pacific Summit in Osaka in 2025.
She built all of it as a Malay Muslim woman in a technical field where, as she puts it, almost no one who looked like her had gone before.
What made you start Parrot Social — and why then?
I started my business at a time when data analytics and AI weren’t even buzzwords yet. A lot of C-suites and senior leaders were asking about intelligent systems that could track what people really think, feel, and want to purchase or engage in. At that time, not many companies truly understood the need for analytics — most were skeptical about the power of AI in delivering successful projects and were concerned about the veracity of the data collected.
But this was precisely where I saw the opportunity and the potential for Parrot Social — especially in running a global AI system which could understand more than 180 languages worldwide. Beyond data mining, what companies really valued us for was our very astute reading of their business challenges and our ability to analyse the data and deliver results that matter to the organisation’s bottom line.
What does Parrot Social do — and what problem does it solve?
Parrot Social is a Singapore-based data analytics and consumer intelligence firm powered by AI. We help companies and organisations predict upcoming business, political, and social trends worldwide — turning data into insights and impactful integrated digital campaigns across the globe. We help companies perform better market research, segment their audience, and grow their customer base through intelligent data and insights.
What has the journey of building this company looked like — especially as a Malay Muslim woman in a technical field?
Parrot Social is entirely self-funded. I started this business on a calculated risk and a belief that my vision was sound and correct. I was a nobody when I started — but grew from strength to strength over the years.
Being a Malay Muslim woman makes me almost a double and triple minority, as not many Malay Muslim women dare to set up and venture into such a technical field. There were no mentors or role models for me — just a promise of a dream, and the grit to keep going even when times were tough. Many challenges of course — but I’ve never seen them as a reason to stop our journey.
How did WEConnect International come into the picture — and what has it opened up?
It happened as an almost inevitable result of the great work we did with one of our pharmaceutical clients, which led us to become a Global Finalist at the WEConnect International Rise to the Challenge Awards in 2022 — just after the COVID pandemic. It was a wonderful testament to our work in analytics and market research, and our client had also urged us to become a certified Women’s Business Enterprise with WEConnect.
Being given the chance to speak at the WEConnect Asia Pacific Summit in Osaka in 2025 introduced me to large banks and pharmaceutical companies at the physical event. It has given Parrot Social the opportunity to be linked with larger organisations and to pitch for projects beyond just analytics and market intelligence. I have WEConnect International to thank for opening doors and allowing Parrot Social to meet with different Procurement Directors and their senior teams — which allowed for quicker and more direct connections to be made.
What is the most exciting development in your industry right now?
It is not just about AI and analytics anymore — it is the growth of Agentic AI and the ability to look at emerging market trends with systems that are very much customisable to each industry. That is where we are focused.
What advice would you give to other women building businesses?
Aside from having grit and perseverance, I would encourage other female business owners to join groups and networks that are able to provide support both online and in the physical world — and allow them to be more procurement-ready for the next steps of their business growth. Joining networks such as WEConnect International allows for systemic support to be given, and makes the journey even easier.
About Parrot Social
Parrot Social Pte. Ltd. is a Singapore-based data analytics and consumer intelligence firm powered by AI, founded by Hamidah Mustafa. The company helps businesses and organisations worldwide predict business, political, and social trends — delivering market intelligence, social media listening, and integrated digital campaigns across more than 180 languages. A two-time WEConnect International award finalist and Asia Pacific Summit speaker, Parrot Social is entirely self-funded and operates across Asia, the Middle East, and beyond. Parrot Social is a WEConnect International certified Women’s Business Enterprise.
